Tending towards benefit and evading harm and tending towards pleasure and evading sufferings，are bases of ethnics. Man has an innate tendency to seek pleasure and evade suffering，which is a self-evident truth. Joy is man’s ultimate pursuit. Unlike other things which are all means, it is man’s purpose, man’s final aim in itself. Buddhism specializes in sufferings, but what Buddhism discusses about sufferings is for extrication, for the final aim of Elysium. Bearing sufferings, working hard or struggling hard, is just for joy essentially, namely for tomorrow’s joy，and a long-term joy.
Pleasure economy is increasingly becoming a bright spot in economy, and represents a trend of future economy more and more obviously，just because seeking joy and evading suffering is a fundamental demand in human nature. Jeremy Rivkin, Chairman of Washington Economical Development Foundation, said: “The major means to earn money now is to transform cultural resources into personal experience and amusement that requires payment of money.” US’ journal Times predicts：Around 2015, developed countries will enter a leisure age, and leisure consumption will account for a half of the gross national product (GNP) of USA. As a matter of fact，leisure industry has already become the primary economic activity of America. According to the statistic of the department concerned in USA：Americans have 1/3 of time for leisure，use 2/3 of their income in leisure and use 1/3 of their land for leisure activities. According to experts’ forecast, in the next few years, in America’s economic structure, the employees in the leisure industry will account for 80% ~ 85% of the total work force of the society. The leisure industry or entertainment industry that can meet human demand for pleasure will become an industry with the greatest potentialities, and will sweep the whole globe.
In his book Pleasure Economy, Wolf points out, in whatever the consumer buys, he is seeking the pleasure element from it. Driven by such a trend of “fun-oriented consumption”, products and services in the market will also offer an amusement function or be combined with amusement activities, forming a pleasure economy. And he believes, the key to success of most future industries will lie in whether they can combine their products or services with amusement.
The show world full of flickering stars, the game industry as glorious as gold ore and the Hollywood like a dream factory can achieve great successes and earn big money. Why? Just because they have met people’s demand for pleasure. But all those have only met the low-leveled demand for pleasure. The future economy is a high humanity economy，and the demands it meets are high-leveled demands for pleasure, and what it seeks is a transnormal pleasure and enjoyment. On the one hand，the flying progress of the virtual reality technology enables us to have all kinds of wonderful experience vividly true to life. Nowadays, some US corporations have already worked out a technique called “digital odors”: You may smell an attractive aroma when seeing a film or watching TV. Other aspects, such as sense of taste, sense of touch, imagination, intuition，and information of numerals, lettering, sound and image can also find a boundless prospect through the virtual technology, so, in the new era, we may feast our eyes, ears, nose, or mouth to a miraculous effect! On the wall of Bill Gates’ private room, there is no artwork at all, only an ultrathin screen connecting to the art museum, but you can enjoy the thousands upon thousands of art treasures in the art museum at your will. In future, everyone may move a world-class art museum, cinema, or amusement park into his own house, so the enjoyment level will be far and away above the previous level. What is more important，by dint of high technology，we may keep a person happy in all the 24 hours of a day, especially in work and study (after all，work and study occupy most parts of our life).It is one of the most challenging topics of high technology research, and is also where the very promising market of future economy with great potentials lies.
Respecting wisdom and despising folly is also a fundamental humanity. The Greek-rooted word “philosophy” just means “loving wisdom”. Mankind loves wisdom, sometimes their impulse for seeking wisdom is even stronger than the impulse for seeking joy, and they have an insuppressible respect, admiration and worship for wise people. Our love for the mastermind Zhuge Liang and the wise guy Afanti in literature is actually our admiration for their wisdom. But in the bottom of our hearts, we naturally look down upon those fools, numskulls or morons. Plato said very clearly: “If you are wise，all people will be your friends and relatives，for you are useful and helpful to them；However, if you have no wisdom，nobody will be your friend, either your parents or your relatives, or any other people.” Why？The reason is so simple: Only by wisdom can we understand, grasp and use objective laws, the greatest energy in the world, can we realize our aim or help others to realize their aim and win a success.

Wisdom makes people respectable and honorable, and everyone wishes to be a clever or wise person. An industry that can meet the human demand for wisdom will surely have a great run. For example, all such products have become popular, as “Impossible to Forget”, “Brain Relaxing Agent” and so on. The effect of these edible products is not necessarily obvious or true, but they have won a great market just because they have met the human demand. Suppose, by dint of high technology，we can meet people’s high-leveled demand for wisdom by producing a product that can really help people themselves or their offspring become extremely clever or even omniscient and omnipotent，it will certainly have an extremely vast market and an extremely bright future. It goes without saying “omniscience and omnipotence”，just a pill that can improve our attention or an intracerebral chip that can improve our memory, or a gene food that can enhance our creativity… will attract people greatly.
Everyone loves kind and righteous people and hate villainous and evil people from the bottom of their hearts. Judging from people’s feelings in time of reading a novel, seeing a movie or watching a TV play, we can see, they hate maleficences extremely and love kindness extremely too. The actor playing the part of Huang Shiren (the despotic landlord) in the Chinese drama “White-haired Girl” was nearly shot down by an angry soldier in the audience. Such kind of tragedy also happened abroad. When an American was watching the Shakespearian tragedy “Othello”, he was so angered by the villainy of the dramatis personae that he raised his pistol and killed the actor. In the 1990’s, the kind-hearted figure Liu Huifang in TV brought tears to uncountable people all over China. In the past, in the storytelling of “The Three Kingdoms”, when we heard how Liu Bei carried the day, everyone would feel cheerful, even small kids danced for joy；When hearing how Cao Cao played the bully, everyone would look angry and indignant. Although those cannot prove human natural propensity is kind, it may show everyone likes kindness and wishes others to be kind from their inherent nature. Out of the self-benefiting nature of mankind, people also hope others are kind, which may make them feel safer, hence, people’s natural propensity is loving kindness and hating evil.

In ancient China, people’s requirement to their children was described as “not afraid they will not be wise enough, but only afraid they will not cultivate their virtue”. In the present period of social type transformation，many people have lost kindness and good faith. According to the scarcity principle，the more scarce something is, the more precious it will be. Kindness and good faith have already become the most scarce resources in our market economy，so, they seem to be specially valuable. Whether to an individual or an enterprise，credit or good faith is of extremely great value. The more we long for success and great achievements，the more we should pay attention to credit and morality. In the near future，people will fully realize the power of kindness and the power of credit. Then，a high-leveled demand for kindness will appear certainly: longing to become very kind persons and holy persons, and longing for businesses to provide holy products and holy services. Holy services have the greatest power to win people’s hearts. So，the future economy will not only seek customer satisfaction，but also seek moving the customers. To move the customers from the heart is the goal of a high humanity enterprise, and is the development trend of future economy.
Everyone loves beauty. Everyone is overwhelmed by the power of beauty, including all heroes. As the famous Chinese saying goes, “I love the throne, but I love the beauty even more”. According to an investigation，everyone tends to judge people by their looks, so, it is easier for beautiful people to get others’ favor and help, and easier for them to meet with success than ordinary people. Even if they have committed a crime, the penalty to a beauty is often several times lighter than ordinary people. That is the result of a survey by the American court. It is the case for common people, but even big men cannot free themselves from such a human nature. Both Sun Quan (king of State Wu) and Liu Bei (king of State Shu) closed the door on Pang Tong because of his ugly appearance although he was a great wise man. In the presidential election race in the West, they will offer a fat salary to invite image consultants whose duty is design the finest image for the candidate. A public opinion test organization of America carried out a survey to 500 young females. The topic of the survey is: “Rich women, talented women and beautiful women: If your fate is up to yourself, which kind of women do you wish to be?” Very few chose rich women, and those choosing talented women were not many either, but 90% of girls said without hesitation that they wished to be beautiful women.

Loving of beauty is a basic human demand，and is also an eternal demand. A great demand will certainly bring about a great market. Today，people’s investment in beauty treatment and health beauty can never be underrated. According to statistics，American females spend about 30 billion US$ in buying cosmetics each year；In Japan，averagely, of the basic cosmetics used by a female in her life, beauty water is 980 cubic liters，all kinds of cream is 150 kilograms，lotion is 125 cubic liters and lipstick is 400 grams. A tiny bottle of cosmetics may be as expensive as hundreds of dollars or even a thousand dollars. Even the charge for beautifying the nail for one time is as high as five or six hundred dollars. But consumers are scrambling for it. Botulinus toxin, being called the most toxic substance in the world, flowed into the faces of 1,600,000 American females last year, just because it could remove wrinkles. One injection of that takes 500 to 1000 US$，but the wrinkle removing effect can only last four months, so, you have to take an injection anew every four months, otherwise the wrinkles will creep on your face again. Even so, American females still run after it like ducks to water. In the business of “wrinkle removing by toxin” alone, the annual total sales in USA amount to 0.31 billion US$. There are hardly any Korean star singers or film stars who have not done face-lifting operation，thus, nowadays we have many “artificial belles” and “artificial handsome men”. According to a forecast，in the future top 500 enterprises of the world, one third will do business related to beauty treatment research, production and sales.
The present beauty treatment industry has not met the high-leveled demand for beauty. The future economy is a high humanity economy，seeking to meet a high-leveled demand for beauty, and the beautifying effect will be far incomparable to the present cosmetics or nail beautifying product. So long as we utilize future top means of high technology, for example, means of molecular biology, bionomy and cytology, we may help people meet their high-leveled demand for beauty, helping them reach “the supreme beauty”: having godly looks much more beautiful and more enchanting than today’s stars. The market prospect in this aspect is also very attractive.
 All such attributes as liking life and hating death, tending towards pleasure and evading  suffering, respecting wisdom and despising folly, loving kindness and hating evil, loving beauty and detesting ugliness，are most basic humanities, and can transcend national boundaries and transcend ages. They belong to both Chinese and Americans，both Orientals and Occidentals，both the past and the present, and of course, belong to the future as well.
 The future economy is high humanity economy，which can help people to meet their high-leveled demand for life, high-leveled demand for pleasure, high-leveled demand for wisdom, high-leveled demand for kindness, and high-leveled demand for beauty. Hence，the future economy can realize “Three Major Leaps”, namely, causing the meeting of all the three demands of mankind (demand for survival, demand for enjoyment and demand for development) to rise from the low level to the high level.

 The low-leveled demand for life such as clothing, food, shelter and traveling has already come to the end, which means that the traditional material economy has come to the end. The new way out for economy just lies in meeting people’s high-leveled demand for life, pleasure, wisdom, kindness and beauty. High humanity has opened up an unprecedented, endless, perpetual and boundless market.

Self-benefiting is human’s natural property；Morality is human’s essential nature, being the property distinguishing human from animals.
 First, we must face up to the self-benefiting nature of humans. Self-benefiting is man’s first inherent nature. Self-benefiting is different from selfishness. If the self-benefiting property expands incontinently，it will result in selfishness. Once a person is born, he (she) knows self-benefiting without teaching or learning. Of course，man also has morality. There is a root of kindness in everyone, and everyone likes kindness and hates evil naturally. At the bottom，liking kindness and hating evil is also rooted in the self-benefiting human nature. Therefore, both good people and bad people like persons with a high moral naturally, and if anyone wants to succeed, he must keep moral to a certain degree. Even if you want to be a successful robber，you should also “be moral” in a certain scope, for example, within your fellow gangsters, that is, the so-called “Even robbers have their moral”. Otherwise, no one can achieve any big thing.
 Human morality originates both from human self-benefiting nature and from human rationality. His rationality makes him realize that only by being moral can all people’s interest be ensured，including his own interest. Without the constraint from morality, when everyone’s self-benefiting nature expands extremely, it will certainly infringe upon others’ interest, and finally no one’s “self-benefiting” can be guaranteed. Being moral and cooperative is better than being immoral and uncooperative. Once such a conclusion has come out, both the society and the individual will be willing to be moral. Hence，humans can be moralized through education, so they will keep both the self-benefiting nature and the moral nature.
 As soon as a child is born, he (she) knows to take things to eat, and this is an example of human’ self-benefiting nature；Later, he knows to share food with his little pals, or let his pals eat first. Such a morality results from the postnatal education. So, we see, in humanity, what comes first is self-benefiting, and morality comes next. Only by such a profound understanding of humanity can we utilize humanity, follow humanity and improve humanity, so as not to defy humanity, go against humanity and distort humanity，leading to blunders.
 The human nature of self-benefiting is the starting point of all economic behaviors. In understanding humanity, we should neither idolize it nor debase it，but should be practical and realistic. China made a great mistake in history in economic construction, which just resulted from going against humanity. As the slogan in the Cultural Revolution says, “Fight ruthless against any selfish whim”, that is, refusing to admit the self-benefiting human nature. Thus, we deprived people even of their right to cook privately, confiscated all private properties, even including their pots and cooking stoves, for the sake of collectivism. On the surface, the united force was great, but actually it led to a nationwide great famine, with people starving to death all over the country! Later, our economic reform led to many miracles，and fundamentally speaking, it was just because we recognized humanity，respected humanity and admitted the human nature of self-benefiting. Very soon, much more grain was yielded in China, and our economy jumped from an abyss to a great boom. Going against human self-benefiting nature or respecting it has resulted in such a vast difference.
 Morality is also closely related to economical development. In the eyes of quite a few people, economy and morality are incompatible just like fire and water. Such a notion is in fact entirely wrong! Morality is the soul of economical development. Upholding good faith and raising credit standing are both elementary moral rules and essential conditions of market economy. Adam Smith’s saying “The Invincible Hand” in his The Wealth of the Nation has become a classical saying, being widely spread. However, people have neglected another book written by Smith, Theory of Moral Sentiments，which stresses repeatedly the “The Person in the Heart” corresponding to the “The Invisible Hand”. “The Person in the Heart” just refers to such virtues as “conscience”, “sympathy”, “sense of justice” and so on, and it is also essential to economical development. Smith said: “When we take our personal interest as more important than the public’s interest, the person in the heart will remind us at once：If we over-value ourselves and belittle others, we shall turn ourselves into targets of defiance and indignation of our fellowmen.” Max Weber, great thinker in modern times, gave a complete comment on Franklin’s concept on “time” and “credit”, thinking it was the “complete capitalism spirit”. Time is money，but credit is also money. Without the basic honesty and credit，without the basic market morality，the transaction cost will certainly rise greatly. Mr. Wu Jinglian said: “A young boss said to me， ‘Nowadays, everyone cheats everyone. By a little inattention, you may be cheated. So, now I have money and projects, but I dare not invest… Even living on my past gains without any profit is better than being cheated of all my money.’” Once deception becomes a common practice，and the whole society’s credit system collapses completely，economical development will surely be threatened seriously. A moral crisis will ultimately trigger an economic crisis for certain.
 The future economy is a humanity-respecting economy，specially respecting the human self-benefiting nature and morality, combining both commendably. The future economy does not only value humanization in products and services, but also stresses self-benefiting and morality in the internal relationship between economic entities, thus, it lays great emphasis on the establishment of “free complexes” and “interest commonwealths”. Only by following self-benefiting and morality can we guarantee the acquisition of the best interest of each person, mobilize people’s initiative and creativity to the best effect，build up the most ideal inter-personal relationship and the optimal work team, and achieve the best result.
 In general，the future economy will rely on the power of high technology，respect the self-benefiting human nature and morality highly, and meet the high-leveled human demands completely, so as to bring a great progress from the new economy covering information economy, Internet economy and biologic economy, to the future economy characterized by life economy, eternal life economy, ecstasy economy, human-centered economy and universal economy.
 Only by relying on high technology can we realize high humanity. If high humanity does not depend on high technology，the principal high humanity demands, namely eternal life, daylong ecstasy, omniscience and omnipotence, supreme kindness and supreme beauty，will become absurd illusions, without possibility to come true.
 High technology needs high humanity，and high humanity also needs high technology. The two must be combined with each other perfectly. High technology is the tool whereas high humanity is the purpose；High technology is the bridge whereas high humanity is the beautiful and mysterious other shore. High technology and high humanity promote each other, and neither can exist without the other. Hence，the future economy should be a perfect combination of high technology economy and high humanity economy. The new economy only stresses high technology，whereas the future economy has transcended the new economy in that it has integrated the two greatest powers, high technology and high humanity. The development of high technology has provided a great possibility for meeting the high-leveled human demands, and meanwhile, only by using high technology to realize high humanity can we maximize the value of high technology and find the largest application scope for high technology. If there are only high human demands without high technology，there can be no future economy；If there is only high technology without high humanity demands，it will be impossible for the future economy to come into being, neither.
 A megatrend of the future economy will be the perfect combination between the continuously growing and limitlessly powerful high technology and human natures such as “liking life and hating death”, “tending towards pleasure and evading suffering”, “respecting wisdom and despising folly”, “loving kindness and hating evil”, and “loving beauty and disliking ugliness”, which will bring the greatest benefit to mankind, too.

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